How Neuroscience is Used to Influence The Buying Decision

Marketers have always been looking for ways to understand customers’ behaviors and to turn them into business opportunities. One way to do so is neuroscience which is a revolutionary approach for businesses to understand the human drivers and emotional responses. In this article, we discover how neuroscience and neuromarketing are applied in online shopping to influence subconsciously the buying decision. 

 

 

 

 

 

 

 

 

 

 

 

 

Neuromarketing is a specialized application of neuroscience that aims to understand how the brain functions and responds to different cues to leverage these insights in influencing human behavior. Neuromarketing helps marketers design ads that resonate with people as well as craft websites that convert thanks to understanding consumers’ expectations, preferences, and buying decisions. 

Now that we understand Neuromarketing, how is that related to E-commerce? The application of neuromarketing in e-commerce means simply leveraging neuroscience findings regarding human behavior into helping to generate more sales and enhance customer loyalty. 

1- The Strategic Use of Colors in Neuromarketing

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Have you noticed that many of the fast food brands use red in their logo? McDonald’s, Burger King, and KFC to just name a few. Do you think that this is a coincidence? No, it’s not. This color is intentionally used because it’s proven by neuroscience to trigger hunger and excitement which entices you to spend money on that Big Mac.  

One of the prominent applications of neuroscience in business lies in the color choice of a website. In our brains, colors evoke certain emotions, and marketers leverage that to associate their website with a desirable action or a perception. 

• Red: is associated with excitement and urgency and that’s why it’s widely used in the fast-food industry.
• Blue: is associated with trust and reliability and that’s why it’s common among healthcare and financial corporations. 
• Green: is associated with nature and health, which is why most eco-friendly brands leverage this color. 
• Yellow: is associated with positivity, optimism, and happiness.  

2- Harnessing the power of limited availability and the Fear Of Missing Out (FOMO)

 

 

 

 

 

 

 

 

Have you ever used Booking.com to book a hotel room? Did you notice how they keep showing you messages in red such as “One room left at this price!” to get you to panic and book quickly? Humans inherently value rare things. Thus, when a certain product or a service is limited in availability people want it more. And that’s why you see some of the e-commerce websites showing you a low stock level. The fear of missing out on a product or an offer makes you rush and pushes you to quickly buy. 

3- Employing Price Anchoring Techniques

 

 

 

 

 

 

 

The anchoring effect is a psychological bias that sets your mind on the first information which will serve as a reference point. As a result, you make decisions based on comparative values with the information previously presented to you.

Price anchoring is one of the most common neuromarketing techniques. It’s mostly used during sales season by marketers to show the real value of a product compared to what the customer will actually pay if they buy it now. In other words, it shows you that you’re getting a product worth, let’s say, 900 euros for just 450 euros which feels like a total bargain. The anchor price serves to convince customers that the product holds greater value than its listed price, which makes the sale price considerably more appealing.

Another example of smart usage of price anchoring is from McDonald’s when they offer you a normal-size Mac for 4€ and a double-size Mac for just an extra 1€ (5€ total) making you feel like the double-size Mac should cost 8€ yet you’re getting it for just 5€. 

4- The Halo Effect

 

 

 

 

 

 

 

 

 

 

The halo effect is a cognitive bias where our overall impression of a person or a brand influences how we feel and think about their character or attributes. In the context of e-commerce, businesses strategically leverage the halo effect to positively influence consumer perceptions and drive sales. A well-designed and visually appealing website can create a positive first impression. If consumers find the website visually pleasing and user-friendly, they are more likely to extend positive feelings to the brand and its products. 

For instance, if the Blackberry website (shown above) loads fast, it will subconsciously confirm to visitors that the phone is also fast. Moreover, E-commerce businesses often collaborate with influencers or celebrities to endorse their products. The positive image of the influencer can transfer to the products they promote, creating a halo effect that enhances the perceived value and desirability of the items.

5- Emphasizing the Role of Gaze and Directional Cues

 

 

 

 

 

 

 

A study by Nielsen Norman Group, a specialized firm in user experience research, has revealed that people scan content in an F-shaped pattern, that’s why marketers put their most important content on the top left of the screen.

Moreover, advertising banners featuring images and videos of babies have proven to capture more attention from potential buyers. if the baby is looking at the camera people tend to focus on his face. However, if the baby directs its gaze at the product, the viewer’s attention seamlessly aligns with the advertisement content.

In conclusion, the fusion of neuroscience and e-commerce yields powerful strategies to influence consumer behavior. From leveraging color psychology and employing scarcity tactics to harnessing the halo effect and understanding gaze patterns, businesses can create more compelling online experiences that drive sales and enhance customer loyalty.

Samir SOLAI

M2 commerce électronique – Promotion 2023/2024

 

Sources : 

1. Design Webkit – Neuromarketing in E-commerce: 15 Effective Ways To Ramp Up Sales
2. Easyship – Neuromarketing for eCommerce: 5 Strategies to Keep in Mind
3. Tangram – Neuromarketing et e-commerce : le duo gagnant
4. Blog Resseller Club – Mind Games: Successfully Using Neuromarketing To Drive Sales on Your E-com